Factors influencing the marketing strategies of developers in Kochi and Coimbatore

Abstract

This study is focused on identifying the factors that influence the marketing strategies in the residential Real Estate sector of the two south Indian cities- Kochi and Coimbatore – which share lot of commonalities in terms of the housing sector. Developers who were affiliated to the CREDAI chapters in the two locations were considered for this study. Structured questionnaire covering all the 7 factors of Marketing – Product, Price, Place, Promotion, People, Process and Physical evidence - were shared for feedback. Using Garett’s Ranking method, customer preferences were tabulated and ranked to generate meaningful inferences. It could be seen from the findings of this study that marketability of the location or Place factor in Marketing remained the most prominent factor influencing the marketing strategies in both these locations.